Rexona: Movement for Movement

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for disabled people in Indonesia under its Movement for Movement campaign.

Campaign Objectives & Challenges

Rexona is the Indonesian deodorant market leader and for years its brand DNA has been focused on helping people move. Rexona looked to expand the idea of movement beyond physical exercise and give its "Terus Gerak" (keep moving) slogan new meaning.

Movement for Movement's objective was to lead with purpose, break free from typical deodorant communications, and drive real impact for Indonesians by focusing on those who need help to move the most - people with disabilities. This digital only campaign was a first of its kind for Rexona and took a modest budget under $250,000...

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